LESS QUANTITY, MORE VALUE: VINARIUS'S 2025 TRENDS AND 2026 PROSPECTS

Rome, December 17, 2025

The Italian wine market is undergoing a profound transformation, with consumption declining in volume but overall value increasing. This is what emerges from the analysis of Wine Trends 2025–2026 conducted by Vinarius – Association of Italian Wine Shops , based on data collected from its network of wine shops across the country.

Wine shops confirm their position as privileged observers and cultural points of reference for intercepting and interpreting the evolution of the wine market .

The process of premiumization remains central to the future scenario: consumers are purchasing fewer bottles, but choosing higher-quality wines that are strongly identified and tied to their territory . Appellations are no longer perceived as simple acronyms, but as narrative systems that enhance history, zoning, grape varieties, and production uniqueness.

Alongside the great traditional reds , interest continues to grow in white, rosé, and sparkling wines , particularly Metodo Classico, characterized by freshness and gastronomic versatility. At the same time, there is a rise in light, low-alcohol wines , driven above all by the new generations, increasingly attentive to moderation and drinkability.

Another central theme is sustainability, which is entering a phase of maturity : according to Vinarius, the market rewards concrete and measurable approaches, based on certifications, traceability and sustainable packaging, while simple greenwashing is increasingly losing its effectiveness.

From a channel perspective, the DTC ( Direct to Consumer ) model, integrated with wine tourism , is gaining strength: direct sales, winery experiences, wine clubs, and digital content are becoming essential tools for building lasting relationships with the end consumer. The Italian market appears increasingly polarized: premium wines are holding up well, while entry-level wines are being challenged to renew their language, positioning, and communication.

At the industrial level, Vinarius observes a consolidation of large groups , increasingly strong in foreign markets as well, alongside the growth of high-value micro-niches , often linked to artisanal and strongly territorial production. Internationally, it is above all non-EU markets—the United States, Canada, South Korea, and Japan—that are driving demand for premium Italian wines.

" The Vinarius analysis of Wine Trends 2025–2026 ," Rossi concludes, " reveals the image of an evolving sector, called upon to rethink production, commercial, and communication models. This context also includes the recent recognition of Italian cuisine as an Intangible Cultural Heritage of Humanity by UNESCO, an extraordinarily significant achievement that recognizes the culture, history, and identity of our country. This recognition strengthens the profound connection between wine, gastronomy, and territory, confirming the central role of Italian wine as an integral part of a shared and internationally recognized cultural heritage ."